Dahua Jian'an's Marketing Strategy Research

Marketing is an important way to project orders that the construction enterprise attaine from the market, which affects construction enterprise's survival and sustainable development. Tradition says that Whether can projects contracting projects mainly depends on engineering price and social relations, admittedly, Engineering quotation and social relations are contracting construction projects is very important factors. But, with the construction market matures, along with the market competition expands, brand, engineering quality, construction period, the enterprise image in marketing factors such as in the assignments, project development is becoming more and more obvious.Dahua Construction and installation company is a construction enterprise, has the rich experience in project management and construction ability, however, the enterprise is in marketing lack of systematic planning, departments in sales (remained bid) phase, marketing function is not perfect, only bid function, lack of market research, marketing planning, customer relations, marketing control functions. Therefore, this article takes the marketing theory as a foundation, to analyze the construction industry product characteristics and market characteristics and market demand characteristic, and then the marketing management environment, dahua Construction and installation analysis, concludes dahua fabrication of advantages and disadvantages, threats and opportunities. And the company of dahua Construction and installation market positioning, finally proposes the brand strategy and pricing strategy, and provided the implementation of the marketing strategy for four security: fund resources security, human resources safeguard, the organization security, system and cultural security, guarantee the practicability of enterprise marketing strategy.